To create unity and cohesion within the brand, we use color in a specific way.
The limited color palette, combined with the offset outlines, creates a sophisticated, lighthearted, and positive tone.
Choose one bright primary color per illustration. Outlines should be black. Use light gray minimally as needed.
Use skin and hair colors as needed to reflect the diversity in the world around us. These colors serve as a base to get started — they can get adjusted slightly to ensure contrast with the other colors in the illustration.
To maintain consistency our illustrations use color, lines, and fills in a similar way:
- Use hair and skin colors, as needed, to represent the diverse world
- Create texture with patterns to add personality to the images
- Accent minimally with light gray
- Craft illustrations using offset outlines with selected fills
- Reflect real life with organizational clothing (such as military uniforms), an exception to the limited palette
Geometric shapes (circle, triangle, square) are recurring graphic elements used in both layout design and illustration. Consider the following rules when using these elements:
- Always outline
- Rotate and scale as needed
- Direct focus to important copy (but don’t overpower it)
- Anchor to illustration vignette when possible
- Add texture to negative space